When are we going to get unlimited water plans? And why don't I have unlimited electricity?
If anything we need to move away from the current "big bag of bytes" model and just pay metered usage rates with variable charge based on time/rate. If you want to stream HD movies at peak usage times, then you should pay more, if you set your device to download new episodes at 4am when bandwidth is mostly empty, you pay less. If you need 20Mbps, you pay a higher rate than someone who accepts a software cap of 3Mbps.
End of the day there is a limited amount of RF spectrum useful for wireless data (its a large block physically, but finite nonetheless) This puts a fundamental limit on how much data can be served in a location at a given time. When a resource is fundamentally limited in such a way then the best allocation strategy is one that rewards usage during off times or in unloaded locations, and penalizes usage during high demand periods and in high traffic areas. Such a rate plan would encourage consumer level load optimization - apps would come out that download during off times, and that throttle usage when network activity is high to avoid highest rate charges. This would be the best way to allow the market to load the network more efficiently and allowing each consumer to choose their own tolerance for charges.